Using PR to boost SEO Rankings and Conversions

25
The Importance of SEO and Conversion

description

Presentation on how using PR and Social Media can drive better search rankings and conversions. Presented at PR + Social Media Summit UW Whitewater

Transcript of Using PR to boost SEO Rankings and Conversions

Page 1: Using PR to boost SEO Rankings and Conversions

The Importance of SEO and Conversion

Page 2: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Co-Founder: Lightburn

• Interactive Agency focused on helping client

drive revenue via the web

www.lightburndesigns.com

Founder: Cooper Safety Supply

• Online ecommerce company that sells safety equipment

• Started in late 2006 as an experiment within Lightburn to sharpen our skills in

ecommerce, search marketing and search optimization

• Multi-million dollar business

www.coopersafety.com

Page 3: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

The Importance of SEO and Conversion

Page 4: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What is SEO

&

Why is it important?

Page 5: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What is it?

SEO refers to the techniques and strategies that help your website rank

higher within the search engines.

Why is it important?

Higher rankings = more site traffic = more potential to sell your products

or services

Page 6: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

A few facts and figures:

• Americans conducted 13.6 BILLION searches in July 2009

Google - 8.9 Billion

Yahoo! - 2.6 Billion

Bing - 1.2 Billion

• Google Index is estimated at 1.5 TRILLION pages

Page 7: Using PR to boost SEO Rankings and Conversions

2009 PR + Summit

What are people searching for?

• Knowledge and Solutions (Answers)

• Products and Services

• Entertainment

Page 8: Using PR to boost SEO Rankings and Conversions

SEO Demystified

What are people clicking?

Page 9: Using PR to boost SEO Rankings and Conversions

2009 PR + Summit

Page 10: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Page 11: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Understanding the factors used for rankings

On Page Factors (35%):

• Content & Meta Data

• Friendly URLs

• Linking Structure

• Freshness of Content

• Broken Links & Redirects

Off Page Factors (65%):

• Links

Off Page Factors65%

On Page Factors35%

Page 12: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Links are the biggest off page factor in achieving high ranking search results

Site

Links

LinksLinks

Links

Links

Page 13: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What does it this have to do with PR?

• Search Optimization and PR should to be

treated as a team

• PR helps drive SEO Results

• SEO helps drive more PR opportunity

SEO

PR

SEO

PR

Page 14: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

PR

Awarenes

s

Conversation

Links

SEO

Rankings

PR / SEO Lifecycle

Bloggers, Journalist, Site Owners

Page 15: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Page 16: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Page 17: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Content Driving PR and SEO Opportunity

Page 18: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

PR Driving Awareness and SEO Opportunity

Page 19: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Negative Tweet displayed on Mint’s Blog Home Page

Provides opportunity to communicate with the community

Content Driving PR and SEO Opportunity

Page 20: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What is Conversion Optimization

&

Why is it important?

Page 21: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What is it?

It’s getting more ACTIONS from the same amount of traffic.

Why is it important?

More actions = more revenue

Page 22: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Examples of Conversions

• Buying Something

• Signing up for a trial and/or offer

• Subscribing to an email list or RSS feed

• Reading multiple blog posts

• Getting someone to Tweet your content

Page 23: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

Invitation to subscribe to RSS feed

Digg

Popular Article ListSocial Network Sharing

Mint.com Sign-up Offer

Page 24: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

What does Conversion Optimization have to do with PR?

Conversions provide the fuel to further expand PR and Marketing

efforts and grow.

Page 25: Using PR to boost SEO Rankings and Conversions

2009 PR + Social Media Summit

“I highly recommend keyword analysis, looking at server logs to figure

out new content to add, thinking of new hooks to make your site

attract more word-of-mouth buzz, pondering how to improve

conversion once visitors land on your site, etc”

Matt Cutts (Google Engineer)

www.mattcutts.com/blog